What is the right moment for a certain action? A good metaphor for timing are the famous divers of Acapulco. They dive, mostly for a big audience, from great heights into the water. They wait for the right moment when the wave pushes up the water. It is easy to imagine what happens when their timing is wrong. The same goes for introducing new products or services on the market. Sometimes people have the feeling that they have a fantastic innovative idea, but find out that they are not the first. On the other hand, it also can be too early for a certain idea to succeed. Sometimes the world is not ready for innovational ideas. In other words: too early is not in time either.